edition.city

edition.city · edition purpose · Haltung mit Herz · starting now

Impact,
not advertising.

A call to the creative industry and to brands with purpose. For a movement that sees kindness as an attitude: online and, above all, in real life.

Count me in The idea in 2 minutes
Two gloved hands on a street in central Vienna. One hand passes the other a white heart-shaped card.
The heart moves on: from person to person, all across Vienna.

Kindness is not softness. It is an attitude.

We can buy attention. Trust we can only earn. edition.purpose invites everyone who works with ideas, media space and brands to use their skills not for a message for once, but for an impact.

Love may be the answer. Kindness is how you give it.

The first campaign is called Haltung mit Herz, conviction with heart. It starts now, in Vienna. Whoever joins is part of it from today.

Why now

Most people want less division and more real encounters. What is missing is the first step.

67 %

of people in Austria see the country as politically divided.

IMAS, June 2026
37 %

encountered hate online in 2025, up from 31 % in 2023.

Statistik Austria, 2026
78 %

wish people would talk to each other directly more often again.

ORF fragt, 2026
A compliment has more effect than we think and is less awkward than we fear.

Research shows it: people who give a compliment underestimate how well it is received and overestimate how uncomfortable it will be. Afterwards, both feel better. Boothby & Bohns, Personality and Social Psychology Bulletin, 2021

The idea: the heart moves on

A simple format that happens in real life, tells its story online and measures its own impact.

  1. 01

    A compliment

    Honest, specific and without a “but”. Plus a heart-shaped card.

  2. 02

    Pass it on

    Whoever receives a heart passes it on, to a stranger.

  3. 03

    See the journey

    A QR code shows everywhere the heart has been. Anonymous, only district and time.

  4. 04

    Prove the impact

    Every scan is a data point. The result is a record you can show.

Who takes part and what it brings

There is no pitch, no competition and no losers, but a relay in which everyone becomes visible.

To the creative industry

Show what you can do.

Social media, classic advertising, PR, events, film and design: each agency takes on its own module, a district, a target group or a format. You work pro bono, with full credit, and the rights to your ideas stay with you.

  • A case with numbersEveryone measures with the same set. You get results you can show your clients.
  • A stageA showcase in summer 2027 in front of the industry, media and the public.
  • A networkColleagues, brands and media at one table, without competitive pressure.
  • Meaning for your teamA project to be proud of and happy to talk about.

To brands with purpose

Supporters, not senders.

Your contribution goes into the movement, not into ad space: into production, project management and impact measurement. The people remain the senders. That is exactly what makes your purpose credible.

To media with space

Room for impact.

Free space, remnant inventory and editorial focus, starting now and around the key dates, outdoors, digital and on air.

The code

Five sentences everyone involved signs. They apply to every person, every agency and every brand.

  1. I challenge positions, never people.
  2. I disagree without belittling.
  3. I praise specifically and honestly, without a “but”.
  4. I say thank you in public, even to those I disagree with.
  5. I take the first step, even if it costs three seconds of courage.

Timeline

We don't wait for the perfect date. The movement starts now and grows with everyone who joins.

Now

The call goes out: to the creative industry, brands and media

13 November 2026

World Kindness Day: the first hearts move on

December 2026

Briefing evening at puck.house, modules are assigned

Winter 2026/27

The modules go live one after another

Summer 2027

Showcase and first impact report

A marble Viennese coffee-house table. Next to coffee and a glass of water on a silver tray lies a white heart card, a hand reaching for it.

Host

I am not a competitor. I am the host.

edition.purpose is a project by Roland A. Puck, communications consultant in Vienna. The host is puck.house at Kohlmarkt 16, in the heart of the first district.

Because I don't run an agency of my own, I can bring everyone to one table: social, advertising, PR, media and brands.

Make an impact.
Starting now.

Write to me and tell me how you want to take part: with your own module, as a supporter or with your media space. I'll get back to you personally.

I'll take on a module I'll support it

Or directly: [email protected]

Sources

  1. IMAS International: Orientierungslosigkeit in Österreich enorm (Erhebung Juni 2026), in German
  2. Statistik Austria: Hass im Netz hat zugenommen (September 2026), in German
  3. ORF: Ergebnisse der Online-Umfrage „ORF fragt“ 2026, in German
  4. Boothby & Bohns: Why a Simple Act of Kindness Is Not as Simple as It Seems (2021)